SBD/Issue 117/Sponsorships, Advertising & Marketing

Big West Hires Consultants To Take It Big Time With Sponsors

The Big West Conference has hired agent Leigh Steinberg and former Univ. of Southern CA athletic department exec Jonathan Atha to "promote its image among potential corporate sponsors," according to Greg Johnson of the L.A. TIMES, who noted the Big West is looking for "a bigger share of the collegiate sports revenue pie." Steinberg: "There has been confusion out there about what the Big West represents. But going forward, there's a real sense of who the Big West is and what it represents." Sports marketing execs say that the Big West has "not leveraged its considerable demographic base." The conference's "major source of revenue" is a $100,000 annual payment from the Convention & Visitors Bureau in Reno, NV. In contrast, the Atlantic 10 "generates nearly" $1M from a basketball tournament and an associated sponsorship (L.A. TIMES, 3/8).

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